World Cup | Big Business | 6

How does a country where football is a minority sport end up hosting — and cashing in on — the biggest World Cup in history? What happens when FIFA stops behaving like a sporting federation and starts behaving like a multinational? And when the tournament generates $14 billion in a single World Cup, who's actually footing the bill?Twelve global sponsors, three and a half million fans through the turnstiles, and a World Cup final so dull it needed penalties to save it — Peter and Afua follow the money to USA '94.Join Legacy Plus for bonus episodes, early access, Q&A's, fewer adverts and more.legacy.supportingcast.fm[0:00] A World Cup arrives in a country that doesn't even like football[3:56] João Havelange and the birth of FIFA's global sponsorship machine[9:54] Nigeria and Saudi Arabia arrive to rewrite the football map[19:24] The post-communist world gets its own flag on the pitch for the first time[20:49] Hristo Stoichkov and Gheorghe Hagi become the stars of the tournament[23:37] Andrés Escobar's own goal, and a tragedy nobody saw coming[25:47] Brazil finally get the ending football's most-loved nation deserved[27:00] Why an African team winning the World Cup would change everythingStay connected with Legacy:Instagram: @originallegacypodcastTikTok: @legacy_productionsExplore more from Peter and Afua — essays, sources, and ideas:Substack: peterfrankopan.substack.com | afuahirsch.substack.comJoin Legacy+ for bonus episodes, early access, Q&A's, fewer adverts and more.legacy.supportingcast.fmStay connected with Legacy:Instagram: @originallegacypodcastTikTok: @legacy_productionsExplore more from Peter and Afua — essays, sources, and ideas: Substack: peterfrankopan.substack.com | afuahirsch.substack.com Hosted on Acast. See acast.com/privacy for more information.